《美國國家咖啡協會（NCA）：2024年美國精品咖啡消費趨勢報告（英文版）（50頁）.pdf》由會員分享，可在線閱讀，更多相關《美國國家咖啡協會（NCA）：2024年美國精品咖啡消費趨勢報告（英文版）（50頁）.pdf（50頁珍藏版）》請在三個皮匠報告上搜索。

1、1 2024 National Coffee Association of U.S.A.,Inc.2024 National Coffee Data TrendsSpecialty Coffee ReportThe National Coffee Association of USA 2Background5Research Methodology8Key Observations13Past-Day Consumption16Past-Week Consumption20Counting Cups Among Specialty Drinkers 33How Do Specialty Dri

2、nkers Consume Coffee?36Specialty Coffee Consumer Profile45Table of ContentsP a g e3Copyright 2024 byThe National Coffee Association of U.S.A.Inc.No part of this publication may be reproduced,re-recorded or published in any form including print,photocopy,microfilm,electronic or electromagnetic record

3、 without written permission from The National Coffee Association,45 Broadway Suite 1140,New York,NY 10006.4National Coffee Association of U.S.A.Founded in 1911,The National Coffee Association was one of the first trade associations organized in the United States.National Coffee Association membershi

4、p is comprised of producers,importers,roasters,wholesalers/distributors,retailers and allied trade.The National Coffee Association is the most experienced,broadly based and reliable advocate for the coffee industry,drawing on over 100 years of experience to address the multiple interests and concern

5、s of our members.The mission of The National Coffee Association is to be the foremost trade association representing the entire coffee industry in the United States.We are committed to the growth and well-being of the industry through our roles as:A proactive advocate for the industry,acting as the

6、industrys recognized spokesperson and voice for promoting consumption.An educator for our members and consumers who leads the industry in facilitating research and gathering and disseminating relevant research data.A forum for interaction that addresses key issues confronting the domestic and intern

7、ational industry5Specialty CoffeeAssociationThe Specialty Coffee Association(SCA)is a trade association built on foundations of openness,inclusivity,and the power of shared knowledge.SCAs purpose is to foster global coffee communities to support activities to make coffee a more sustainable,equitable

8、,and thriving activity for the whole value chain.From coffee farmers to baristas and roasters,our membership spans the globe,encompassing every element of the coffee value chain.The SCA acts as a unifying force within the specialty coffee industry and works to make coffee better by raising standards

9、 worldwide through a collaborative and progressive approach.Dedicated to building an industry that is fair,sustainable,and nurturing for all,the SCA draws on years of insights and inspiration from the specialty coffee community.6Background and Recent Enhancements7Since 1950,the National Coffee Assoc

10、iation of U.S.A.has commissioned an annual survey of Americans regarding their consumption of coffee and,since 1993,their habits and practices related to espresso-based beverages.The study provides the longest available statistical series on consumer drinking patterns related to coffee and other bev

11、erages.In the earliest years,the study was sponsored by the Pan American Coffee Bureau and then the International Coffee Organization.Since 1991,the study has been financed and conducted by the National Coffee Association of U.S.A.When the COVID-19 pandemic began in 2020,the NCA conducted the Nation

12、al Coffee Data Trends(NCDT)study twice yearly to keep abreast of changing consumer behavior.In 2024,it remains a bi-annual tracker with the first wave of the year conducted in January and the second wave to be conducted in July.Background8Enhancements to January 2024All behavioral metrics reported i

13、n the past-day&past-week sections of the annual publication report have been retained.While this report focuses on the specialty coffee segment,the full set of data is available via the publication report,Excel tables,or the online dashboard for further investigation.The following changes have been

14、made to the January 2024 survey:The Past Year Consumption section was re-instated for the first time since 2019.The Cold Brew section was re-instated for the first time since 2019.The Single Brewer section was re-instated for the first time since the pandemic.A new question on global coffee beverage

15、s was added.Some Covid-19 metrics that are no longer considered relevant were removed.Some inflation-related questions were also removed.For brevity,bi-annual data from 2021-2023 winter and summer waves are aggregated in this report.For trending purposes,one total annual data point will be reported

16、for 2021-2023 and on-going.9Research Methodology 10Data for this report was collected between January 8-22,2024.N=1,796 respondents,aged 18+were screened to meet the following criteria:All respondents drank a beverage other than tap water past-day(drinking coffee is not a requirement to participate

17、in the research).The weighted sample reflects the American population 18+,with interlocking quotas for age,gender,region and ethnicity.Daily quotas were implemented to ensure a balanced sample by day of week.The survey was available in English and Spanish.Methodology SummaryWestMid-WestNorth-EastSou

18、th23%21%38%18%RegionAge18-2440-5925-3960+12%37%17%25%18%25%GenderHH SizeHH IncomeEthnicity47%Male53%Female55%35%10%1-2 people3-4 people5+people27%18%19%15%21%less than$29.9K30-49.9K50-74.9K75-99.9K100K+HH income excludes those who said“dont know”or“prefer not to say”.18%Hispanic-AmericanCaucasian-Am

19、ericanAfrican-American69%13%Asian-American5%Quotas were implemented to ensure ethnicities are representative of the US Population11Significance Testing&Margin of Error Data in this report have been tested for statistical significance.Numbers that are significantly higher(at the 95%confidence level)a

20、re indicated with an ovalNumbers that are significantly lower(at the 95%confidence level)are indicated with a rectangleWhen numbers are tested across columns in a table,the following notation is used:Column AColumn BColumn CRow 17042 41Row 2553041Row 3322737 BThe 70%in column A is significantly high

21、er than both Column B and Column CThe 37%in column C is significantly higher than only Column BThe 30%in column B is significantly lower than both Column A and Column CWhen more than one years data is reported on one chart,upwards/downwards triangles are used to indicate the number is significantly

22、higher/lower than previous wave(at the 95%confidence level).The margin of error on a sample size of 1,796 is+/-2.3%.12NomenclatureTotal Coffee:Includes all coffee types.Traditional Coffee Not Specialty(TC-NS):Traditional Coffee(Traditional Coffee,drunk hot or iced)that is not brewed from premium who

23、le bean or ground varieties.Instant Coffee:Instant coffee from a can or jar(adding hot water to coffee granules or syrup in a cup)or instant coffee from single pre-measured stick pack(adding hot water to coffee granules in a cup).Instant coffee also includes coffee made from coffee concentrate.Decaf

24、feinated Coffee:A cup of coffee that was decaffeinated or partially caffeinated(e.g.half caff).Specialty Coffee Beverages(SCB)(NET):Traditional Coffee Specialty,Espresso-Based Beverages,Non-Espresso-Based Beverages,and ready-to-drink coffee.Traditional Coffee Specialty(TC-S):Traditional Coffee drunk

25、 hot or iced that is brewed from premium whole bean or ground varieties.Espresso-Based Beverages(EBB):Cappuccino,espresso,latte,caf mocha,macchiato,flat white and caff Americano.Non-Espresso Based Beverages(NEBB):Frozen blended coffee,cold brew coffee(not traditional iced coffee-made by steeping cof

26、fee in cold water for several hours)and nitro coffee(sometimes called draft)-iced or cold brew coffee infused with nitrogen).Caf con Leche can be included in:Traditional Coffee Specialty;or Traditional Coffee Not Specialty.The distinction is based on the respondent believing that the Caf con leche w

27、as or was not specialty coffee that is,brewed from premium whole bean or ground varieties.Caf con leche is not included in Espresso-Based Beverages.Ready-to-Drink Coffee(RTD):Purchased ready-to-drink in a bottle or can.“Past-Day”penetration refers to respondents who drank any type of coffee the day

28、before they were interviewed.These respondents may not necessarily consume coffee every day.13Nomenclature ContdNew Coffee Reporting Categories for 2024The specialty coffee definitions now incorporate temperature state(hot/cold).Temperature states are called out on slide 32 of this report.See defini

29、tion below:Hot/Cold Specialty Coffee Hot specialty coffee:Traditional coffee(specialty),Cappuccino,espresso,latte,caf mocha,macchiato,flat white,caff Americano and cold brew coffee drunk hot.Cold traditional coffee:Traditional coffee(specialty),Cappuccino,espresso,latte,caf mocha,macchiato,flat whit

30、e,caff Americano,frozen blended coffee,cold brew coffee and nitro coffee drunk cold.14Key Observations 15Stronger penetration of specialty coffee drives growth of coffee consumption in early 2024 Specialty coffee consumption remains strong this January,despite heightened financial anxiety vs 2023.At

31、 the past-day level,specialty coffee consumption hit 45%,the highest in recent years.In January 2024,nearly 6-in-10 Americans indulged in a specialty beverage in the past-week.This represents a 4pp increase from 2023 and an 8pp increase from 2020,highlighting the continued growth and ongoing resilie

32、nce of this category.The increase in specialty coffee at the past-week level is driven by the consumption of Espresso-based beverages“EBBs”(44%;+4pp vs.2023)and Traditional Coffee Specialty(20%;+2pp vs.2023).Non-Espresso based beverage consumption“N-EBB”,comprising of cold brews,frozen blended coffe

33、es and nitros in January is stronger vs 2021(which includes a summer wave),indicating that the demand for cold coffee is increasing beyond the summer season.Overall,these trends point to a growing demand for more premium coffee experiences.16Specialty coffee benefits from trendiness amongst younger

34、consumers,who drive category consumptionSpecialty coffee consumption is strongest among those aged 25-39,who are less likely to report financial difficulties.66%of this cohort consumed a specialty coffee in the past-week in Jan 2024.This is primarily driven by the consumption of Espresso(24%)and Col

35、d Brew(24%).With fewer(perceived)financial concerns,this age cohort may have more disposable income for elevated coffee experiences.Younger consumers,particularly those under 40,are the primary drivers of N-EBB consumption at the past week level.The youngest cohort leads the consumption of Frozen Bl

36、ended Coffee(25%).Attitudinally,three-quarters of past-week specialty coffee drinkers agree that drinking cold brew coffee is cool or trendy.Broadly,this implies that the consumption of specialty coffee may not only be driven by taste,but also by cultural and social factors.17Past-DayConsumption18BE

37、VERAGE TYPESPast-Day Penetration of Coffee by TypeBase:Total sample aged 18+(2020 n=2,838;2021 n=3,053;2022 n=3,552;2023 n=3,076;Jan 2024 n=1,796).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have co

38、me in a cup,can or bottle.*Specialty Coffee Beverages Net include Espresso-Based Beverages,Non-Espresso-Based Beverages,Traditional Coffee-Specialty and ready-to-drink(RTD)coffee beverages.RTD not shown on this slide*Espresso-Based Beverages Net(EBB)include Cappuccino,Latte,Caf Mocha,Espresso,Caffe

39、Americano,Macchiato,Flat White*Non-Espresso-Based Beverages Net(N-EBB)include frozen blended coffee,cold brew coffee and nitro coffee.62433924121359 3837231410664342251512644241251411674445261513Total CoffeeTraditional Coffee-TotalSpecialty Coffee Beverages Net*Espresso-Based Beverages Net(EBB)*Non-

40、Espresso-Based BeveragesNet(N-EBB)*Traditional Coffee-SpecialtyPast-Day Penetration Of Coffee(%)2020202120222023Jan 2024Combined to Create Specialty Coffee Beverages(NET)*Nearly 7-in-10 Americans consumed at least one cup of coffee in the past-day in Jan 2024.45%consumed a specialty coffee beverage

41、yesterday,a 4pp increase vs.2023 which is the highest level observed for this coffee segment in the past few years.The penetration of specialty coffee beverages is driven by Espresso-Based Beverages(26%).The consumption of Non-Espresso Based Beverages(15%)remains stable this winter compared to previ

42、ous years(which include data collection during the summer).There is also an increase in consumption of Traditional Coffee Specialty this Jan(13%;+2pp vs.2023).Overall,the increase in specialty coffee in Jan 2024 underscores the continued demand for elevated coffee experiences.How to read stat testin

43、g:45%of Americans had at least one specialty coffee beverage in the past-day in Jan 2024.This is significantly higher than 41%in 2023.19Past-Day Penetration of Espresso-Based Beverages3924764635337237755353422577574634125664835345266747342Specialty CoffeeBeverages Net*Espresso-BasedBeverages Net(EBB

44、)CappuccinoLatteCaf MochaEspressoMacchiatoCaff AmericanoFlat whitePast-Day Penetration Of Espresso-Based Beverages(%)2020 2021 2022 2023 Jan 2024Base:Total sample aged 18+(2020 n=2,838;2021 n=3,053;2022 n=3,151;2023 n=3,076;Jan 2024 n=1,796).What did you drink yesterday during each of the following

45、times?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.*Specialty Coffee Beverages Net includes Espresso-Based Beverages,Non-Espresso-Based Beverages,Traditional Coffee-Specialty and ready-to-drink coffee beverages.RTD not shown on th

46、is slide Combined to create Espresso-Based Beverages (EBB)In January 2024,the consumption of Espresso-Based Beverages has increased compared to 2020.Broadly,the penetration of espresso-based beverages remains stable with previous years at the past-day level.Espresso(7%),latte(7%)and cappuccino(6%)ha

47、ve the strongest penetration at the past-day level.20Past-Day Penetration of Non-Espresso-Based Beverages39126633714783421579441146934515683Specialty Coffee Beverages Net*Non-espresso Based Beverages Net(N-EBB)Frozen Blended CoffeeCold brew coffeeNitro coffeePast-Day Penetration Of Non-Espresso-Base

48、d Coffees(%)2020 2021 2022 2023 Jan 2024Base:Total sample aged 18+(2020 n=2,838;2021 n=3,053;2022 n=3,151;2023 n=3,076;Jan 2024 n=1,796).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cu

49、p,can or bottle.*Specialty Coffee Beverages Net includes Espresso-based Beverages,Non-Espresso-Based Beverages,Traditional Coffee-Specialty and ready-to-drink coffee beverages.RTD not shown on this slide Combined to create Non-Espresso-Based Beverages Net(N-EBB)This winter,15%of Americans had a Non-

50、Espresso-Based Beverages(15%).While stable compared to 2023,penetration has strengthened since 2020.The modest growth in past-day penetration of N-EBBs since 2020 is driven both by Cold Brew(8%)and Frozen Blended beverages(6%).Even during the winter months,consumption of Non-Espresso-Based Beverages

51、(typically served cold/frozen)is comparable with levels shown for 2021-2023,which include data collection during July(the summer wave).The comparable penetration levels seen for Jan 2024 highlight the year-round appeal for these cold specialty coffee beverages.21Past-Week Consumption22BEVERAGE TYPES

52、Past-Week Penetration of Coffee by TypeBase:Total sample aged 18+(2020 n=2,838;2021 n=3,053;2022 n=3,552;2023 n=3,076;Jan 2024 n=1,796).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cup

53、,can or bottle.Now wed like to ask you about some specific types of coffee beverages you may have consumed in the past-week.Please keep in mind that these may be coffee beverages that you drank at home or bought outside your home and may have come in a cup,can or bottle.In the past-week,have you,you

54、rself,drunk.*Specialty Coffee Beverages Net includes Espresso-based Beverages,Non-Espresso-Based Beverages,Traditional Coffee-Specialty and ready-to-drink coffee beverages.RTD not shown on this slide*Espresso-Based Beverages Net(EBB)include Cappuccino,Latte,Caf Mocha,Espresso,Caffe Americano,Macchia

55、to,Flat White*Non-Espresso-Based Beverages Net(N-EBB)include frozen blended coffee,cold brew coffee and nitro coffee.Combined to Create Specialty Coffee Beverages(NET)*Similar to patterns observed in the past-day,past-week penetration of specialty coffee(57%)has increased(+4pp vs.2023).This increase

56、 is primarily fueled by higher penetration levels of EBBs(44%;+4pp vs.2023)and Traditional Coffee Specialty(20%;+2pp vs.2023).6960444937231867564448362415736247534028187261465340281875634657442620Total CoffeeTraditional Coffee-TotalTraditional Coffee-NotSpecialtySpecialty Coffee BeveragesNet*Espress

57、o-Based BeveragesNet(EBB)*Non-Espresso-BasedBeverages Net(N-EBB)*Traditional Coffee-SpecialtyPast-Week Penetration Of Coffee(%)2020202120222023Jan 202423Past-Week Penetration of Espresso-Based Beverages4937161711158105483615161113811653401617121691265340161711168105574414181116894Specialty CoffeeBev

58、erages(Net)*Espresso-BasedBeverages Net(EBB)CappuccinoLatteCaf MochaEspressoMacchiatoCaff AmericanoFlat whitePast-Week Penetration Of Espresso-Based Beverages(%)2020 2021 2022 2023 Jan 2024Base:Total sample aged 18+(2020 n=2,838;2021 n=3,053;2022 n=3,151;2023 n=3,076;Jan 2024 n=1,796).What did you d

59、rink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.Now wed like to ask you about some specific types of coffee beverages you may have consumed in the past-week.Please keep in mind that t

60、hese may be coffee beverages that you drank at home or bought outside your home and may have come in a cup,can or bottle.In the past-week,have you,yourself,drunk.*Specialty Coffee Beverages Net includes Espresso-based Beverages,Non-Espresso-Based Beverages,Traditional Coffee-Specialty and ready-to-d

61、rink coffee beverages.RTD not shown on this slide Combined to create Espresso-Based Beverages(EBB)At the past-week level,latte(18%),espresso(16%)and cappuccino(14%)have the strongest penetration in Jan 2024.How to read stat testing:44%had at least one Espresso-Based Beverage in the past-week in Jan

62、2024.This is significantly higher than 40%in 2023.24Past-Week Penetration of Espresso-Based Beverages492314145482414146532815197532814176572615165Specialty Coffee Beverages(Net)*Non-espresso Based Beverages(Net)Frozen Blended CoffeeCold Brew CoffeeNitro coffeePast-Week Penetration Of Non-Espresso-Ba

63、sed Coffees(%)2020 2021 2022 2023 Jan 2024Base:Total sample aged 18+(2020 n=2,838;2021 n=3,053;2022 n=3,151;2023 n=3,076;Jan 2024 n=1,796).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a

64、cup,can or bottle.Now wed like to ask you about some specific types of coffee beverages you may have consumed in the past-week.Please keep in mind that these may be coffee beverages that you drank at home or bought outside your home and may have come in a cup,can or bottle.In the past-week,have you,

65、yourself,drunk.*Specialty Coffee Beverages Net includes Espresso-based Beverages,Non-Espresso-Based Beverages,Traditional Coffee-Specialty and ready-to-drink coffee beverages.RTD not shown on this slide In Jan 2024,26%consumed a Non-Espresso Based Beverage in the past-week.Past-week penetration of N

66、EBBs is sustained by Frozen Blended Coffee(15%)and Cold Brew Coffee(16%).Consumption of Nitro Coffee(5%),while broadly comparable to previous years,sees a 1pp decline.Combined to create Non-Espresso-Based Beverages(N-EBB)25Past-Week Penetration of Specialty Coffee by Age&RegionSpecialty coffee bever

67、age penetration among those aged 25-39(66%)is stronger,compared to other age groups.The 25-39 age group is more likely to consume espresso(24%)and cold brew(24%)vs.other age groups in the past-week.Those in this age cohort are less inclined than their older counterparts to report a decline in their

68、personal financial situation vs.6 months ago,suggesting they may have more disposable income for enjoying coffee indulgences.N-EBB consumption is driven by younger consumers(under aged 40).Those aged 18-24 lead the consumption of Frozen blended coffee(25%)in the past-week.Overall,consumption of spec

69、ialty coffee beverages is lower among the 60+age group.Base:Total sample aged 18+,Jan 2024(n=1,796).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.Now wed like to ask y

70、ou about some specific types of coffee beverages you may have consumed in the PAST-WEEK.Please keep in mind that these may be coffee beverages that you drank at home or bought outside your home and may have come in a cup,can or bottle.In the past-week,have you,yourself,drunk.*Specialty Coffee Bevera

71、ges(Net)also includes ready-to-drink coffee beverages,which is not shown in this table.Past-Week Penetration(%)(Jan 2024)AgeRegionTotal 18+18-24 25-39 40-59 60+Northeast Midwest South West (A)(B)(C)(D)(E)(F)(G)(H)Base1796216453670457323373685415Specialty Coffee Beverages(Net)*575666574661 F525660 FE

72、spresso-Based Beverages(EBB)444454453047 F394347 FCappuccino141419 C14915141512Latte1824 C23 C17819181520 GEspresso16142414818151613Caf Mocha11916 A1341191213Caffe Americano9510 A10 A8109710Macchiato89 D13 CD758798Flat white446 CD324237 FGNon-Espresso-Based Beverages(NEBB)2634 C35 C251324252630Cold

73、brew coffee16172417717181615Frozen blended coffee15251714712111519 EFNitro coffee556 D6 D33656Traditional Coffee Specialty2016212120231820202675%of past-week specialty coffee drinkers agree that drinking cold brew coffee is a drinking cold brew coffee is a cool or trendy thing to docool or trendy th

74、ing to do27Past-Week Penetration of Specialty Coffee by EthnicitySpecialty coffee beverages have broad appeal across all ethnicities,but Hispanic-Americans tend to drive past-week penetration.In Jan 2024,69%of Hispanic-Americans consumed a specialty coffee in the past-week,fueled by the consumption

75、of EBBs.Hispanic-Americans are the most likely to have had a Caffe Americano(16%)in the past-week.Hispanic-Americans also outpace African-Americans and Asian-Americans in Traditional Coffee-Specialty.However,all four ethnic groups show similar penetration levels of N-EBBs,reiterating the broad appea

76、l of cold specialty beverages across cohorts.Base:Total sample aged 18+,Jan 2024(n=1,796).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.Now wed like to ask you about s

77、ome specific types of coffee beverages you may have consumed in the PAST-WEEK.Please keep in mind that these may be coffee beverages that you drank at home or bought outside your home and may have come in a cup,can or bottle.In the past-week,have you,yourself,drunk.*Specialty Coffee Beverages(Net)al

78、so includes ready-to-drink coffee beverages,which is not shown in this table.Past-Week Penetration(%)(Jan 2024)EthnicityTotal 18+Hispanic-AmericanCaucasian-AmericanAfrican-AmericanAsian-American(A)(B)(C)(D)Base17963171239215100Specialty Coffee Beverages(Net)*5769555357Espresso-Based Beverages(EBB)44

79、56 BC423946Cappuccino1417141113Latte1820171522Espresso1620 B151413Caf Mocha1114111116Caffe Americano9169 C46Macchiato8118810Flat white44426Non-Espresso-Based Beverages(NEBB)2630262330Cold brew coffee1618161516Frozen blended coffee1519 B141318Nitro coffee54554Traditional Coffee Specialty2025 CD201714

80、28(25%)coffee Past-Week Penetration of Specialty Coffee by AgeBase:Total sample aged 18-24(2020 n=450;2021 n=430;2022 n=437;2023 n=439;Jan 2024 n=216).Base:Total sample aged 25-39(2020 n=760;2021 n=781;2022 n=856;2023 n=823;Jan 2024 n=453).What did you drink yesterday during each of the following ti

81、mes?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.18-24(%)2020202120222023JAN 2024Specialty Coffee Beverages(Net)*5047535156Espresso-Based Beverages(EBB)4139444244Cappuccino2019191614Latte2221252424Espresso1618181714Caf Mocha141414

82、149Caffe Americano109965Macchiato131112129Flat white67644Non-Espresso-Based Beverages(NEBB)3132373334Cold brew coffee2022262217Frozen blended coffee2225231925Nitro coffee88975Traditional Coffee Specialty10710101625-39(%)2020202120222023JAN 2024Specialty Coffee Beverages(Net)*5961646466Espresso-Based

83、 Beverages(EBB)4650515154Cappuccino2025252219Latte2224232223Espresso2221252424Caf Mocha1519161316Caffe Americano1417161310Macchiato1212151213Flat white89966Non-Espresso-Based Beverages(NEBB)3436393935Cold brew coffee2126282824Frozen blended coffee2122212017Nitro coffee8101196Traditional Coffee Speci

84、alty2118221821Past-week specialty coffee consumption trends upwards among 18-24 year olds,with the strengthening sustained by Traditional Specialty(16%;+6pp vs.2023).This suggests younger consumers may be seeking more premium options as they become more engaged with the category.Among this group,the

85、 strength of EBBs is driven by latte(24%)and within NEBBs,frozen blended coffee(25%)drives consumption.Among 25-39 year olds,consumption of EBBs(54%)and Traditional Coffee Specialty(21%)has strengthened in Jan 2024 vs.2023.The increase in EBBs is driven by caf mocha(16%).Consumption of NEBBs,on the

86、other hand,has softened this winter wave.How to read stat testing:In Jan 2024,16%of those aged 18-24 consumed a Traditional Coffee Specialty in the past-week.This is significantly higher than consumption among this cohort in 2023.29Past-Week Penetration of Specialty Coffee by AgeBase:Total sample ag

87、ed 40-59(2020 n=939;2021 n=1,022;2022 n=1,048;2023 n=1,048;Jan 2024 n=670).Base:Total sample aged 60+(2020 n=689;2021 n=820;2022 n=810;2023 n=766;Jan 2024 n=457).What did you drink yesterday during each of the following times?This may include any beverage that you drank at home or outside your home

88、and may have come in a cup,can or bottle.40-59(%)2020202120222023JAN 2024Specialty Coffee Beverages(Net)*4847545357Espresso-Based Beverages(EBB)3734394045Cappuccino1612161514Latte1514151617Espresso1410141514Caf Mocha910111213Caffe Americano910131110Macchiato67877Flat white45553Non-Espresso-Based Bev

89、erages(NEBB)1921262725Cold brew coffee1214161817Frozen blended coffee1011141314Nitro coffee44576Traditional Coffee Specialty191419202160+(%)2020202120222023JAN 2024Specialty Coffee Beverages(Net)*4134414146Espresso-Based Beverages(EBB)2621252830Cappuccino95589Latte95888Espresso75888Caf Mocha53654Caf

90、fe Americano77788Macchiato32345Flat white22232Non-Espresso-Based Beverages(NEBB)118131213Cold brew coffee64877Frozen blended coffee54567Nitro coffee22323Traditional Coffee Specialty1915171720In the past four years,there has been a rise in the consumption of Specialty Coffee within the two older age

91、groups(40-59 and 60+).Although the increase is less pronounced among the 60+demographic,it reflects the increasing demand for EBB and NEBB among older Americans.In Jan 2024,nearly one half of Americans aged 40-59 consumed at least one Espresso-Based beverage in the past-week(45%,+5pp vs.2023).30Past

92、-Week Penetration of Specialty Coffee by EthnicityBase:Total sample aged 18+,Hispanic-Americans(2020 n=510;2021 n=525;2022 n=545;2023 n=511;Jan 2024 n=317).Base:Total sample aged 18+,Caucasian-Americans(2020 n=1950;2021 n=2114;2022 n=2208;2023 n=2194;Jan 2024 n=1,239).What did you drink yesterday du

93、ring each of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.Hispanic-Americans(%)2020202120222023JAN 2024Specialty Coffee Beverages(Net)*6161636369Espresso-Based Beverages(EBB)5051535156Cappuccino2221222117Latte2

94、021242220Espresso2018212320Caf Mocha1515151414Caffe Americano1916161416Macchiato1214151211Flat white88884Non-Espresso-Based Beverages(NEBB)2832323430Cold brew coffee1821212418Frozen blended coffee1821191619Nitro coffee69864Traditional Coffee Specialty2320212425Caucasian-Americans(%)2020202120222023J

95、AN 2024Specialty Coffee Beverages(Net)*4946535155Espresso-Based Beverages(EBB)3633383842Cappuccino1413151414Latte1514161617Espresso1412151515Caf Mocha1010111011Caffe Americano8101199Macchiato77878Flat white45544Non-Espresso-Based Beverages(NEBB)2222272526Cold brew coffee1315191716Frozen blended coff

96、ee1313141314Nitro coffee55665Traditional Coffee Specialty1814181720Past-week consumption of specialty coffee among Hispanic-Americans has grown over the last four years.In Jan 2024,consumption of EBBs(56%)has strengthened vs.2023.Conversely,consumption of N-EBBs(30%)has softened,primarily due to a d

97、ecline in the consumption of cold brew(18%)in the past-week.More Caucasian-Americans consumed a specialty beverage in the past-week compared to 2023(55%,+4pp vs.2023).This increase is attributed to increased penetration of EBBs(42%;+4pp vs 2023)and Traditional Coffee Specialty(20%;+3pp vs 2023).31Pa

98、st-Week Penetration of Specialty Coffee by EthnicityBase:Total sample aged 18+,African-Americans(2020 n=362;2021 n=383;2022 n=416;2023 n=410;Jan 2024 n=215).Base:Total sample aged 18+,Asian-Americans(2020 n=138;2021 n=176;2022 n=152;2023 n=134;Jan 2024 n=100).What did you drink yesterday during each

99、 of the following times?This may include any beverage that you drank at home or outside your home and may have come in a cup,can or bottle.African-Americans(%)2020202120222023JAN 2024Specialty Coffee Beverages(Net)*4040424953Espresso-Based Beverages(EBB)2931313939Cappuccino1517181911Latte1417151615E

100、spresso1213161514Caf Mocha912111111Caffe Americano811784Macchiato76778Flat white57552Non-Espresso-Based Beverages(NEBB)2124232823Cold brew coffee1115162015Frozen blended coffee1315141613Nitro coffee66475Traditional Coffee Specialty1511151517Asian-Americans(%)2020202120222023JAN 2024Specialty Coffee

101、Beverages(Net)*5953596157Espresso-Based Beverages(EBB)4841484646Cappuccino2118171713Latte3019231822Espresso1915211613Caf Mocha1712161316Caffe Americano15915106Macchiato117141310Flat white54526Non-Espresso-Based Beverages(NEBB)3023384030Cold brew coffee2217272216Frozen blended coffee1613212218Nitro c

102、offee669104Traditional Coffee Specialty2015111514Among African-Americans,consumption of specialty coffee in the past-week has grown since 2020,driven by the growth in EBBs(39%;+10pp vs.2020).In Jan 2024,consumption of EBBs remains stable with 2023.Past-week penetration of NEBBs,on the other hand,has

103、 softened this winter.Specialty coffee penetration among Asian-Americans has broadly remained stable in the last four years.On par with Hispanic-Americans,Asian-Americans are strong consumers of NEBBs,as they may be influenced by cultural preferences.32Past-Week Penetration of Specialty Coffee Sub-T

104、ypes by TemperatureBase:Past-Week Specialty Coffee Drinkers Age 18+Jan 2024(n=1,008).What did you drink yesterday during each of the following times?Was the coffee you had yesterday hot,iced or frozen blended?The majority of specialty coffees consumed in the past-week were consumed hot.Among EBBs,ho

105、wever,latte is the beverage type most likely to be consumed cold.Consumption of cold/iced latte(9%)closely rivals cold brew(11%)at the past-week level.72111620178125542544952111119SpecialtyCoffee(Net)*Cafe MochaCappuccinoEspressoLatteMacchiatoAmericanoFlat WhiteCold brewcoffeeFrozen BlendedcoffeeNit

106、ro coffeePast-Week Penetration Of Specialty Coffee Drunk Hot vs.Cold(%)Among Past-Week Specialty Coffee DrinkersHotCold*Hot Specialty Coffee Beverages(Net)include Espresso-based Beverages,Traditional Coffee-Specialty and Cold Brew.Note that Traditional Coffee-Specialty is included in the Specialty C

107、offee Net but not shown on this chart.*Cold Specialty Coffee Beverages(Net)include Espresso-based Beverages,Traditional Coffee-Specialty and Non-Espresso Based Beverages.Note that Traditional Coffee-Specialty is included in the Specialty Coffee Net but not shown on this slideNANA33Share of Cups Temp

108、erature Among Past-Day Specialty Coffee DrinkerAmong all cups drunk in the past-day in Jan 2024,the majority continue to be consumed hot(73%)by past-day specialty coffee drinkers.Despite the seasonality effects,over one-quarter of past-day specialty coffee drinkers still opted for a cold or frozen b

109、lended beverage yesterday.Base:Past-Day Specialty Coffee Drinkers Age 18+,excluding“outliers”(2020 n=1,108;2021 n=1,134;2022 n=1,305;2023 n=1,242;Jan 2024 n=709)Was the coffee you had yesterday hot,iced or frozen blended?746369707318232221199159882020202120222023Jan 2024Share of Coffee Consumed Yest

110、erday Temperature(%)(Among Past-Day Specialty Drinkers)34Counting CupsAmong Specialty Drinkers 35Mean Number of Cups Per Day Past-DayIn Jan 2024,the mean number of cups consumed yesterday remains stable with 2023 at 1.8 cups per capita.This is higher among past-day specialty coffee drinkers at 2.8 c

111、ups,reflecting on the overall engagement of specialty drinkers with the coffee category.Base:Total sample aged 18+excluding“outliers”(2020 n=2,838;2021 n=3,053;2022 n=3,151;2023 n=3,076;Jan 2024 n=1,793).Base:Past-Day Coffee Drinkers Age 18+excluding“outliers”(2020 n=1,733;2021 n=1,805;2022 n=2,059;

112、2023 n=1,942;Jan 2024 n=1,207)Base:Past-Day Specialty Coffee Drinkers Age 18+,excluding“outliers”(2020 n=1,108;2021 n=1,134;2022 n=1,305;2023 n=1,242;Jan 2024 n=790)How many cups or glasses of COFFEE/COFFEE BEVERAGE did you drink TIME OF DAY?Per Past-Day Specialty Coffee DrinkersPer Capita(Drinkers

113、And Non-drinkers)1.91.72.01.81.82020202120222023Jan 20243.33.13.23.02.82020202120222023Jan 202436Share of Cups Specialty vs.Non-SpecialtyIn Jan 2024,83%of the cups consumed by specialty coffee drinkers in the past-day were specialty coffee cups.Despite a softening compared to previous years,the domi

114、nating proportion of cups that are specialty suggests that specialty drinkers remain steadfast in their preference for specialty beverages,even during times of higher cost of living and increased financial concerns.However,some softening indicates that there are some specialty drinkers whove opted f

115、or a traditional coffee yesterday.Base:Past-Day Specialty Drinkers Age 18+excluding outliers“(2020 n=1,108;2021 n=1,134;2022 n=1,305;2023 n=1,242;Jan 2024 n=790)Was the COFFEE/COFFEE BEVERAGE you had yesterday TIME OF DAY specialty coffee-that is,brewed from premium whole bean or ground varieties?*N

116、ote:The term“Gourmet”was replaced with“Specialty”in January 2021.868888868314121214172020202120222023Jan 2024Share of Coffee Cups Consumed Yesterday Specialty vs.Not Specialty(%)Among Past-Day Specialty DrinkersSpecialtyNot Specialty37How Do Specialty Drinkers Consume Coffee?38Past-Day Coffee Place

117、of Preparation Among Past-DaySpecialty Coffee DrinkerBase:Past-Day Specialty Coffee Drinkers Age 18+,excluding ready-to-drink only respondents(2020 n=1,066;2021 n=1,073;2022 n=1,254;2023 n=1,205;Jan 2024 n=759)Where was the COFFEE/COFFEE BEVERAGE you had yesterday TIME OF DAY prepared?Most specialty

118、 coffee drinkers opted to have at least one coffee beverage prepared at home in the past-day(75%).However,more specialty coffee drinkers(35%)had a coffee prepared out of home(OOH)in the past-day compared to the total past-day coffee drinkers(26%).While in-home preparation remains popular for many,th

119、e specialty drinker is more likely to engage with OOH preparation.764611668521375398669517277378548519277388547418175357446315In HomeOut of Home(Net)Workplace CoffeeAreaConvenience/GasCafeteriaQuick ServeRestaurantFull ServiceRestaurantCaf/CoffeeShop/Donut ShopHotel/LodgingPlace of Preparation(%)Amo

120、ng Past-Day Specialty Coffee Drinkers 2020 2021 2022 2023Jan 2024In-Home Total Past Day Drinkers:2021:82%2022:83%2023:82%2024:82%OOH Total Past Day Drinkers:2021:28%2022:28%2023:29%2024:26%How to read stat testing:In 2021,39%of past-day specialty coffee drinkers said they had a coffee prepared out-o

121、f-home in the past-day.This was significantly less than those who said the same in 2020.39Past-Week Coffee Place of Preparation Comparison Between Specialty&Traditional Coffee DrinkersBase:Past-Week Specialty Coffee Drinkers Age 18+,excluding ready-to-drink only respondents;Jan 2024 n=1,008.Past-Wee

122、k Traditional Coffee Drinkers;n=847Where was the COFFEE/COFFEE BEVERAGE you had yesterday/past week TIME OF DAY prepared?At the past week level,there is more evidence to show the level of engagement with out-of-home preparation among those who had a specialty coffee in the past week compared to thos

123、e who had a traditional coffee.In the past-week,55%of specialty coffee drinkers had a coffee prepared out-of-home vs.38%among traditional coffee drinkers.The stronger penetration for past week OOH is driven by specialty coffee drinkers having coffees prepared in cafes/coffee shops,restaurants(both q

124、uick service and full service),and cafeterias.Out-of-home preparation in workplaces,however,remain comparable between the two consumer groups.903810737421180551295117321In HomeOut of Home(Net)Workplace CoffeeAreaConvenience/GasCafeteriaQuick ServeRestaurantFull ServiceRestaurantCaf/CoffeeShop/Donut

125、ShopHotel/LodgingPlace of Preparation Within the Past Week Jan 2024(%)Among Past-Week Coffee Drinkers Past Week Traditional DrinkersPast Week Specialty Drinkers40Method of Preparation Among Past-Day Specialty Coffee DrinkersThinking of the COFFEE/COFFEE BEVERAGE you had yesterday TIME OF DAY,how was

126、 the COFFEE/COFFEE BEVERAGE prepared?Base:Past-day coffee drinkers aged 18+.Method of Preparation Used Yesterday(%)Among Past-Day Specialty Coffee Drinkers2020202120222023JAN 2024Base1,1221,1381,3201,256792Drip coffee maker3533323332Single-cup brewer2623232725Purchased ready-to-drink in a bottle or

127、can1214141222Cold brewing(NET)1621212117Espresso machine1412151514Instant coffee(NET)8109711Bean-to-cup brewer87899Moka stove top(octagonal Italian style brewer)55544Coffee concentrate22213French press/plunger65542Pour over(e.g.Chemex)33222Percolator44321Coffee strainer2211-In Jan 2024,past-day usag

128、e of drip coffee makers(32%)and single-cup brewers(25%)remains stable with 2023;these continue to be the favored preparation methods.Use of cold brewing(17%)is down vs 2023(which includes a summer wave),potentially due to seasonality.The number of those who purchased RTD has grown this Jan(+10pp vs.

129、2023)along with usage of coffee concentrate(3%;+2pp vs.2023).This increase is likely convenience-driven.However,category innovations may also be encouraging the growth of these prep methods.4171%of past-day specialty coffee drinkers agree that a a singlesingle-cup brewer is easier cup brewer is easi

130、er to use than other brewing methodsto use than other brewing methods428-in-10 past-day specialty coffee drinkers agree that a singlea single-cup brewer is able to make cup brewer is able to make a wide variety of coffee flavors or roastsa wide variety of coffee flavors or roasts43Additives Past-Day

131、 Trending Total Past-Day Specialty DrinkersUsing Additives Past-Day Among Past-Day Specialty Coffee DrinkersList of Whiteners(%)2020202120222023Jan 2024Base1,1221,1381,3201,256792NET:Half&Half/Milk/Milk alternatives/Creamer6561626361NET:Milk/Milk alternatives3135323230Half and half1713151414Whole mi

132、lk1414141414Reduced fat milk56566Fat free/skim milk44333Sweetened condensed milk22211Evaporated milk2212-Flavored milk(e.g.chocolate milk)12221SUBNET:Milk alternatives91012109Almond milk55555Soy milk21211Oat milk12332Barista-style milk*-242NET:Creamer3330313231SUBNET:Liquid creamer2624242726Dairy161

133、5161920Dairy alternative34334Flavored2220202323Unflavored55554SUBNET:Powdered creamer98975Dairy44434Dairy alternative1211-Flavored45543Unflavored54432Base:Past-day specialty coffee drinkers aged 18+.What,if anything,was added to this COFFEE/COFFEE BEVERAGE you had yesterday TIME OF DAY?Please select

134、 all that apply.In Jan 2024,the usage of coffee whiteners among specialty coffee drinkers is 61%,stable vs 2023.Usage of powdered creamer(5%in Jan 2024)among specialty drinkers has softened over the last four years.*Barista-style milk is added as an answer option in 2022.44Additives Past-Day Trendin

135、g Total Past-Day Specialty DrinkersUsing Additives Past-Day Among Past-Day Specialty Coffee DrinkersList of Sweeteners(%)2020202120222023Jan 2024Base1,1221,1381,3201,256792NET:Sweetener+syrup5149484753SUBNET:Sugar(NET)3229303037White sugar2221192025Raw sugar88888Brown sugar76767Honey56654Maple syrup

136、23333Agave syrup2222-Stevia75464Other natural sweeteners12222Artificial sweetener88766A flavor or flavored syrup(not a creamer)10910107An espresso shot67764Alcohol23211Water79872Didnt add anything1515161611Base:Past-day specialty coffee drinkers aged 18+.What,if anything,was added to this COFFEE/COF

137、FEE BEVERAGE you had yesterday TIME OF DAY?Please select all that apply.Usage of sweeteners and syrups,on the other hand,has grown in Jan 2024(53%),primarily due to the increased usage of sugar(37%,+7pp vs 2023),namely white sugar(25%).Usage of a flavor or flavored syrup by past-day specialty drinke

138、rs has decreased in Jan 2024(7%,-3pp vs.2023).4545Experience with Global Beverages Base:Past-day coffee drinkers aged 18+Jan 2024(n=1,207);Past-day specialty coffee drinkers aged 18+Jan 2024(n=792).There are many different types of coffee beverages people drink around the world.Which of these have y

139、ou drank in the past year?Global coffee beverage list is not included in any of the Traditional Coffee Beverage or Specialty Coffee Beverage classifications.This is a standalone question measuring trial.2317865533323522519107774442344Arabic coffeeIrish coffeeTurkish coffeeVietnamese coffeeRed eye(co

140、ffee with espresso shots)Caf bombon(coffee with condensed milk)Cafezinho(Brazilian espresso brewed with sugar)AffogatoDalgona coffeeScandinavian coffee(Kaffeost)OtherNone of the aboveTried in the Past Year(%)Total Past-Day DrinkersPast-Day Specialty DrinkersPast-day specialty coffee drinkers may be

141、more adventurous,compared to total past-day drinkers,demonstrating higher trial of all global coffee beverages surveyed.The most prevalent global coffee beverages consumed by specialty drinkers are Arabic Coffee and Irish Coffee,likely influenced by availability.However,four-in-ten specialty drinker

142、s have not tried any of the global coffee beverages,indicating a potential opportunity to introduce Americans to new coffee experiences.46Specialty Coffee Consumer Profile47The Specialty coffee drinker looks similar to a Traditional coffee drinker,in terms of age,gender and region.Specialty coffee i

143、s consumed by different ethnicities;however,penetration is driven primarily by Hispanic-Americans.Specialty coffee drinkers are not immune to financial challenges.In January 2024,a quarter of specialty drinkers reported that their financial situation had worsened vs.six months ago,echoing sentiments

144、 among the broader population.However,despite many feeling financially squeezed,Specialty drinkers continue to invest in coffee,as demonstrated by their strong penetration of in-home preparation methods,such as bean-to-cup brewers,espresso machines,and slow-drip cold brewers.This suggests that they

145、may be looking for ways to cut costs(such as OOH coffee)while still enjoying their coffee rituals.In addition to coffee,Specialty coffee drinkers enjoy drinking tea and tend to consume more flavored(e.g.,aguas frescas)and functional beverages(like water enhanced with vitamins and minerals)than Tradi

146、tional coffee drinkers.This suggests that while they are coffee loyalists,there are occasions where Specialty drinkers enjoy other types of beverages.Broadly speaking,this suggests that specialty coffee drinkers seek out elevated beverage experiences,including enhanced quality,flavors,and benefits.4

147、8Who are Past-Week Specialty Coffee Drinkers?Base:Past-week Specialty Coffee Drinkers Aged 18+(Jan 2024=1,008).50%49%6621 1261234MEAN HOUSEHOLD INCOME:$73KETHNICITY(%)MEAN AGE:44CaucasiansHispanic-AmericansBlack-AmericansAsian-AmericansGENDERREGIONWest25%South 36%Midwest20%19%NortheastXX Over-index

148、to Past-Week Traditional Coffee Drinkers(=120)XX Under-index to Past-Week Traditional Coffee Drinkers(=80)Ownership of Different Brewing Methods At Home(%)Drip coffee makerSingle cup brewerInstant coffeeFrench press/plungerBean-to-cup brewerEspresso machineSlow drip cold brew coffee makerPour over65

149、554518171413765%had a brewed coffee that was prepared with flavored beans MEAN AGE WHEN FIRST STARTED DRINKING COFFEE:18Tea(NET)Water with Vitamins/NutrientsFlavored WaterSports/Energy DrinksAgua Frescas5233312121Past-Day Penetration of Non-Coffee Beverages(%)($70K among Total Sample)This infographi

150、c provides a demographic and behavioral summary of those whove had a specialty coffee beverage within the past week.For example,25%of past-week specialty drinkers reside in the West and 36%in the South.Regionally,this is very similar to national proportions so we can conclude specialty drinkers do n

151、ot skew to any part of the country.49More Coffee Market Research&Tools for Your Business2024 National Coffee Data Trends Market Research SeriesFor just$499,NCA members receive:Spring&Fall NCDT Reports QSR&C-Store Consumer Insight Report Cold Brew Consumer Insight Report Consumer Insight Report Archi

152、ve Interactive DashboardJoin NCA for Tools&Resources to Help Your Business SucceedCold Brew Safety Guide Cold Brew Compliance Checklist Cold Brew Challenge Study White Paper Model HACCP Plan Food Safety Plan Templates Coffee Labeling Guide FSVP Toolkit Quarterly Market Sizing Reports and moreGet You

153、r ReportGet Your ReportBecome a MemberBecome a Member2024 National Coffee Data Trends Specialty Coffee ReportThe National Coffee Association of U.S.A.45 Broadway Suite 1140 New York,NY 10006 ncausa.org|infoncausa.orgThe National Coffee Association of U.S.A.nationalcoffeeThe National Coffee Associati

154、onnational-coffee-associationnationalcoffeeusaThe National Coffee Association of U.S.A.The National Coffee Association of U.S.A Coffee Associationspecialty-coffee-associationspecialtycoffeeassociationSpecialty Coffee AssociationSpecialty Coffee Association 505 Technology Drive,Suite 340 Irvine,CA,92618